Brand Design, Logo Design
Instructor: Aimee Rancer
School of Visual Arts, 2025
This work aims to create something true to the vision of the CO-OP that also fits the desires of the younger generation.
My concept is loosely inspired by the modern fashion trend called “gorp-core.” Gorpcore revolves around taking technical mountain gear and wearing it as fashion as well as on the mountain. Though I would note there are many who believe those who have the most technical, expensive, high end gear purely do as a status symbol and they never see the mountain / don’t have the passion.
My “modern mountain” REI refresh is based around the founding ice axe and the founding year, creating tight lockups that are cleaner, more interesting, and modern while also staying true to REI’s story, energy, messaging, and overall emotional identity.
It takes what is already successful about REI’s identity and combines it with the graphic elements that make modern mountain fashion desirable.
At the heart of REI is its membership program, so much so that its membership is listed as product #000001. As such, alongside the rebrand would be the launch of the “1938” Members only Collection which would have exclusive branded items available.
It is depicted here in REI’s official colors for the purpose of helping develop the idea within their identity.
All color combinations
Jake Ryan | Portfolio 